How to get sponsors for your vehicle

What does it take to get a sponsor for your custom vehicle project?

Everybody always asks me, "how did you get so many sponsors?" The
short answer is, "because I asked". I know this is an overly
simplified answer, but it really is the main key to getting sponsorships. The
second key to being successful when soliciting potential sponsors is having
something worth sponsoring that is interesting and unique. It sounds easy, but
it's not as simple as it sounds. I got the idea for soliciting sponsors from
truck I saw in Four Wheeler many years ago called "Project MPG". It
was a nondescript, white Ford F-350 dually which had been customized under the
hood to produce the maximum miles per gallon possible. Their project truck had
about eight or nine companies sponsoring it. When I first began my Custom
Ford project, I contacted the owner of Project MPG for some advice. He very
quickly gave me the brush off and being unhelpful was an understatement. So I
took the initiative, based on my experience in marketing and business in
general, and started making 'sales' calls to companies that manufactured the
products I needed for my project.

I knew that
there would a lot of folks out there with a desire to build a custom four wheel
drive truck and hope that they could get corporate sponsorship to lessen the
financial burden. So before I even started disassembling the truck, the first
order of business was to build a website about the project so that potential
sponsors would be able see that I'm not just another "Joe Schmoe"
trying to get some free parts. Once the website was created and online, I had a
powerful sales tool with which I could contact the companies for which I was
seeking products. I never asked for money, and conversely, never received any
either. What I did receive was significant support financially through companies
providing products and services for my project in exchange for the advertising
and marketing opportunities my project provided. This was a win/win program for
both of us. I won because I was able to secure products for 'free' or at cost.
The sponsor won because they got to have their product associated with a
potentially high profile marketing vehicle (pun intended).

The next step was determining who to contact at the various companies when
the need arose. Finding the right person with whom to speak in a large company
can sometimes be quite challenging. When dealing with smaller companies, it is
usually much simpler, but not always. Once you find the right person, the next
step is introducing yourself in such a way as to not come across as
"wanting something". It is much better to explain why you are calling,
what you need and ask if they offer any kind of sponsorship opportunities. This
set's the stage for your conversation. The person on the other end now knows who
you are, what you want and that you're not trying to get something free right
out of the gate. This greatly helps your chances of success. Now you have room
to discuss and negotiate with them. Always be honest, but you don't have to show
all of your cards up front. Let them speak. They will usually give you a lot of
good information about their company and about how they operate. Makes sure you
let them know that you're flexible and that even a partial sponsorship such as
offering the product at cost or a significantly reduced rate would work as well.

Once you've set the tone, you need to let them know, somehow, about your
website. Many times, they are curious and will pull up your site while you're on
the phone. Use this to your advantage. They can now see that your project is
real and not just some pie in the sky pipe dream. Let them know how their
"donation" will benefit them. Answer these questions for them: How
will my company benefit? How visible will the vehicle be? (translation: how many
shows will the vehicle attend and where). How visible will my company be?
(translation: how will people know my company sponsored you?) If you can answer
these questions effectively, you have a very good shot at receiving a
"Yes". If you can't answer these questions effectively, then you have
no business even picking up the phone. All you're doing is wasting their time
and yours.

Once you get the much sought after "Yes", the next step is to show
you're sincere. Get their name up on your website under the list of sponsors.
Make sure that everyone knows that Acme Corp. supplied the XYZ brand muffler
bearings for your custom creation. Lastly, when the vehicle is done, get it out
in front of the public. If you stay true to your word, you'll have a much better
shot at the next company as your project progresses. Good luck and be sure to
let me know how your sponsorship quest pans out.